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One Year Media Plan for Sougha IMC Campaign Case Study

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Updated: Apr 20th, 2021

About integrated marketing communication (IMC), it would be important to view media as avenues through which specific information is delivered to the target market. Thus, it is important to understand the objectives of Sougha’s IMC campaign to select the right media to deliver messages to the audience. Different media will be used in the next one year.

Radio advertising will be adopted to ensure that the organization reaches out to millions of people in the UAE. Radio stations will be used selectively to focus on the different demographics of the region. For example, stations will be adopted based on the language they use to broadcast. It would be meaningless to use a language that would not be understood by the majority of the audience in a certain location.

The time of the day to run advertisements will also be chosen based on the time when most members of the target population will be available. For example, the evening would be preferred in the morning because most people would be free and listen to the radio. The IMC plan would use newspaper advertising, which would encompass placing special adverts on unique pages in major newspapers in the UAE.

It would be essential to advertise on pages that would be dedicated to job opportunities. However, the front and back pages would be ideal for Sougha’s IMC campaign. Sponsored phone messaging would be an appropriate way of advertising the activities of the organization. In this context, the firm would collaborate with a leading player in telecommunications, which would spearhead phone messaging. Also, online advertising would be an ideal approach to delivering information. Several online platforms might be used, for example, Facebook and Twitter. Advertisements would be placed on websites that would be characterized by considerable traffic.

Budgeting would be considered when implementing the media plan. It would be vital to use the minimum amount of money to execute an effective media plan. Significant funds will be solicited from sponsors and well-wishers.

A frequency distribution of Sougha's IMC media plan.
Figure 1. A diagram showing a frequency distribution of Sougha’s IMC media plan.

If an advertiser wants to reach a target of 40 people, then approaches that would combine the frequencies would be used. The main aim would be to reach as many people as possible.

Demographics

Demographics would give important data about a population concerning time. Demographics are used in market research to determine important subsets of a target population. One of the best applicable aspects of demographics that would be important in Sougha’s IMC campaign would be age because it would be expected that the majority of the unemployed people in the UAE are young. Even the most innovative people would be young men and women, who would be the focus of the enterprise initiative. Other aspects would be employment status, languages, location, and gender. Thus, the IMC campaign would be designed and implemented on the platform of the aspects of demographics.

The target audience

Every media campaign should have a target audience. The initiative would focus on establishing opportunities for unemployed persons in the UAE. Also, it would aim at supporting those who would be difficult to employ so that they would earn a living. However, the target audience should be characterized by a high level of entrepreneurial spirit. Apart from focusing on school leavers, the plan would also aim at creating awareness of excellent entrepreneurship among artisans in the region. It is important to note that the IMC campaign would not be limited to gender and location because it will cover the entire region.

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IvyPanda. (2021, April 20). One Year Media Plan for Sougha IMC Campaign. Retrieved from https://ivypanda.com/essays/one-year-media-plan-for-sougha-imc-campaign/

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"One Year Media Plan for Sougha IMC Campaign." IvyPanda, 20 Apr. 2021, ivypanda.com/essays/one-year-media-plan-for-sougha-imc-campaign/.

1. IvyPanda. "One Year Media Plan for Sougha IMC Campaign." April 20, 2021. https://ivypanda.com/essays/one-year-media-plan-for-sougha-imc-campaign/.


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IvyPanda. "One Year Media Plan for Sougha IMC Campaign." April 20, 2021. https://ivypanda.com/essays/one-year-media-plan-for-sougha-imc-campaign/.

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IvyPanda. 2021. "One Year Media Plan for Sougha IMC Campaign." April 20, 2021. https://ivypanda.com/essays/one-year-media-plan-for-sougha-imc-campaign/.

References

IvyPanda. (2021) 'One Year Media Plan for Sougha IMC Campaign'. 20 April.

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